You know how TV channel spokespeople talk about a show intended to appeal to a certain viewer demographic, e.g. ABC1 group?
Well I think that Jim doesn't fit in with the typical audience demographic they want to attract and they'd rather he didn't win.
That's my personal opinion because people who work in the media really can try to be that controlling and try to engineer things with almost scientific-like precision.
They can't literally make anyone win or lose without cheating or breaking the law, but I can see them having a good damned go by any other means.